LOVE PARKING CAMPAIGN

Short List
TitleLOVE PARKING CAMPAIGN
ClientGOOD NEIGHBORS
Product / ServiceDONATION APPEAL
CategoryA08. Best Use or Integration of Offline Media such as Print, Outdoor, etc.
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company:INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Contributing Company:INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

The Campaign

In Korea, people have to deposit a 100 won coin to use a shopping cart at malls. However, most of people think a 100 won coin is valueless, and the coin often goes missing. We wanted to change the coin into the valuable one for children in poverty.

Results

Change the parking area signs into names and ages of children in poverty. When people are parking a car, they will recognize children’s name and age. So, we induced people to donate the coin in the donation box on the parking lot pillar, when they return the carts. We have printed a transparent QR code which becomes visible when coins are collected. So that people can scan with their smartphones and directs to an application button for becoming a regular sponsor.

When people are parking a car, they will recognise children’s name and age. So, we induced people to donate the coin in the donation box on the parking lot pillar, when they return the carts.

90% of all customers donated ₩100 coins in the donation box. Also, the regular sponsors who have applied through the use of a QR Code have increased by 30%.

Credits

Name Company Position
Hey Jin Won Innocean Worldwide Chief Creative Officer
Sung Ryong Lim Innocean Worldwide Art Director
Jae Seok Lee Innocean Worldwide Art Director
Mun Jae Won Innocean Worldwide Copywriter
Ho Young Kim Innocean Worldwide Copywriter
Dong Jin Kim Innocean Worldwide Art Director
Hyo Sung Jung Innocean Worldwide Art Director
Minhae Kim Innocean Worldwide Copywriter
Bum Su Park Innocean Worldwide Producer
Sang Ho Jo Wonderboys Film Producer
Ji In Park Vixen
In Sung Kim Editin